THE BABY O PRODUCT PHILOSOPHY: A ‘LESS IS MORE’ APPROACH We’re as committed to your baby as you are and that’s why we don’t believe in exposing your precious bundle of joy to anything unnecessary. In addition to being 95% natural, Baby O is grounded in a ‘less is more’ philosophy. That means no fragrances, harsh ingredients or allergens, and minimal use of preservatives – where possible our products are ‘self-preserving’. Where it is not possible to self-preserve we have used nature-identical preservatives commonly used in food and drinks. All our Baby O formulations are formulated without parabens, phenoxyethanol and formaldehyde releasers. Every product is dermatologically and allergy tested and proven safe for newborn skin.